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Study on Chinese Tourists’ Motivation and Satisfaction to Visit South Korea
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DOI: 10.1080/15980634.2008.11434602
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International Journal of Tourism Sciences
ISSN: 1598-0634 (Print) 2377-0058 (Online) Journal homepage: https://www.tandfonline.com/loi/rijt20
Study on Chinese Tourists’ Motivation andSatisfaction to Visit South Korea
Guang-Hui Qiao, Nan Chen, Yuan-Yuan Guan & Seok-Chool Kim
To cite this article: Guang-Hui Qiao, Nan Chen, Yuan-Yuan Guan & Seok-Chool Kim (2008)Study on Chinese Tourists’ Motivation and Satisfaction to Visit South Korea, International Journal ofTourism Sciences, 8:1, 17-38, DOI: 10.1080/15980634.2008.11434602
To link to this article: https://doi.org/10.1080/15980634.2008.11434602
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International Journal of Tourism Sciences, Volmne 8, Number 1, pp. 17-38, 2008Tourism Sciences Society of Korea. All rights reserved.
STUDY ON CHINESE TOURISTS' MOTIVATIONAND SATISFACTION TO VISIT SOUTH KOREA
Guang-Hui Qiao*Paichai University
Nan Chen**Paichai University
Yuan-Yuan Guan***Paichai University
Seok-Chool Kim****Paichai University
ABSTRACT: The purposes of this study are to identify the Chinese tourists' profiles, motivation factors,
satisfaction levels and to assess the important detenninants and the likelihood of Chinese tourists revisiting
Korea. A structured personal interview was conducted and a systematic sampling approach was used to
select 240 respondents who were traveling by air. This study identified the major tourism motivations of
Chinese tourists; the relationship between tourists' demographic characteristics and motivation factors; the
relationship between demographic characteristics and satisfaction levels; motivation has a positive effect
on satisfaction; satisfaction has a positive effect on revisit and motivation has a positive effect on revisit.
In the end the limitations of this study are discussed and recommendations for future study are made.
Keywords: Chinese tourists, Motivation, Push and pull factors, Korea, Satisfaction
* Ph. D. candidate, Dept. of Tourism Management, Paichai University, Daejon, Korea,E-mail: [email protected]
** PhD candidate, Dept. of Tourism Management, Paichai University, Daejon, Korea,E-mail: [email protected]
*** MSc, Dept. of Tourism Management, Paicbai University, Daejon, Korea,E-mail: [email protected]
**** Associate Professor, Dept. of Tourism & Event Management, Paicbai University, Daejon,Korea, E-mail: [email protected](Corresponding autbor)
18 Guang-Hui Qiaol Nan Chen! Yuan-Yuan GuanI Seok-Chool Kim
INTRODUCTION
Travel and Tourism is obviously one of the world's largest service industries
(Tak, David & Aalvin, 2006). And Korea, with its own traditions, special cultures and
various attractions and facilities, is emerging as one of the most popular destinations
in Asia. China has become an increasingly significant market for the Korean tourism
industry. In June 2000, there were 442,794 Chinese tourists to Korea as the third largest
inbound group following Japan and the USA. In 2001, Chinese arrivals to Korea
increased to 482,227, accounting for a 9% rise. In 2002, the number rose to 539,470,
and from January to August 2007, Chinese arrivals to Korea have increased to 669,632
(MCT, 2007). A great rate of increase for Chinese tourists to Korea has still been going
on quickly every year. The importance of the China outbound market to Korea has
drawn people's interests in understanding what motivates Chinese to travel overseas.
The recent growth of China's outbound travel was mainly attributed to China's
political liberalization and economic prosperity (Zhang & Qu, 1996). Following the
"Open Door Policy" in 1979, China began to move to a market economy under reforms
instituted by Deng Xiaoping. Since China adopted its open-door policy in 1979, it has
tripled the size of its economy (Purves, 1993). Its foreign exchange reserves are
increasing, external debt has dwindled, and direct foreign investments have continued
to surge to inland China as well as its coastal cities (Chien, 1994). With a growth rate
in GDP of 9.8% in 2005 and 10.7% in 2006, China has enjoyed the fastest growing
economy in the world (National Bureau of Statistics of China, 2006).
Korea has also implemented some new policies for attracting more Chinese
tourists in recent years. After visa reform, Chinese tourists can travel to Jeju Island
for a 30-day-stay without a visa. In addition, marketing efforts are made in various
ways. For example, signs and guide brochures in Chinese are available at the major
tourist attractions of Jeju Island.
In March 1995, the Chinese government announced the five-day workweek
SlUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUTI:I KOREA 19
policy which took effect on May 1st of the same year. From 1999, China has started
Golden Week. In May 1st, October 1st and Chinese spring festival (about
mid-February), one week's holiday has been given to people (Central People's
Government of P.RChina, 1999). As shown previously, a huge number of Chinese are
willing to travel to Korea during the holidays.
The purpose of this study is (1) to identify motivations of Chinese tourists by
adopting the push and pull factors as a conceptual framework; (2) to find out how
different Chinese tourists' motivations are in comparison with different demographic
characteristics; (3) to identify Chinese tourists' satisfaction level with different
demographic characteristics; (4) to identify Chinese tourists' satisfaction level with
motivation factors; (5) to identify Chinese tourists' satisfaction level with the likelihood
of revisit; (6) to find out how different Chinese tourists' motivations are in comparison
with the likelihood of revisit to Korea.
LITERATURE REVIEW
1. Motivation Factors
Motivational factors are psychological needs that play a significant role in
causing a person to feel psychological disequilibrium that may be corrected through
a travel experience (Crompton, 1979; Kim, Crompton & Botha, 2000). These factors
are largely intangible and origin-related, and motivate or create a feeling of desire for
satisfying a need (Crompton, 1979; Dann, 1977, 1981; Uysal & Hagan, 1993). The
effect of motivational influences of this nature on an individual has also been labeled
as push factors (Crompton, 1979; Darm, 1977, 1981; Pearce, 1982; Pearce & Caltabiano,
1983; Pyo, Mihalik & Uysal, 1989; Yuan & McDonald, 1990; Uysal & Hagan, 1993).
Conversely, pull factors refer to those forces that influence a person's decision about
of which specific destination is selected. Pull factors may be higWy personal as well
as more generalized (Baloglu & Uysal, 1996; Kim, Lee & Klenosky, 2003).
A review of the motivation literature identified a number of factors that
20 Guang-Hui Qiaol Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
influence travel decisions. Escape from everyday environment, cultural experience,
social interaction and prestige motivation factors are commonly cited in the literature.
The more important motivational factors for traveling to foreign countries were cultural
experience and novelty seeking (Kim & Prideaux, 2005).
The push-pull framework provides a useful approach for exammmg the
motivations underlying tourist and visitation behavior (Dann, 1977; Klenosky, 2002).
In this framework, push factors refer to the specific forces that influence a person's
decision to take a vacation (i.e., to travel outside of one's everyday environment), while
pull factors refer to the forces that influence the person's decision of which specific
destination should be selected (Kim, Lee & Klenosky, 2002).
1) Push factors. Push factors have been conceptualized as motivational
factors or needs that arise due to a disequilibrium or tension in the motivational system.
That is, as factors that motivate or create a desire to travel (Crompton, 1979; Pyo,
Mihalik & Uysal, 1989; Uysal & Hagan, 1993 Yuan & McDonald, 1990).
It is a central basis in tourist behavior study to identify motivational factors
that are the reasons for and direction of behavior (Kim, Lee & Klenosky, 2002). These
motivational factors explain why tourists make a trip and what type of experience,
destination or activity they want (Ryan, 1991).
Most tourism motivation studies have been conducted in the context of a broad
tourist region or else one specific tourism destination (Botha, Crompton & Kim, 1999;
Cha, McCleary & Uysal, 1995; Fakeye & Crompton, 1991). The common push factors
found in these studies were escape from everyday environment, novelty, social
interaction, and prestige (Kim, Lee & Klenosky, 2002).
2) Pull factors. Pull factors, in contrast to push factors, have been
conceptualized as relating to the features, attractions, or attributes of the destination
itself (Kim, Lee & Klenosky, 2002).
Fakeye and Crompton (1991) identified six pull factor domains from 32 attribute
STIJDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT sourn KOREA 21
items using a sample of visitors to a well-known winter destination in Texas. The pull
factors identified included social opportunities and attractions, natural and cultural
arrenities, acconm:x:lations and transportation, infrastructure, foods, and friendly people,
physical amenities and recreation activities and bars and evening entertainment.
Hu and Ritchie (1993) explored the relative importance of 16 destination
attributes in contributing to the attractiveness of a travel destination. The relative
importance of many of these attributes was found to vary across groups that differed
in terms of their travel purpose and destination familiarity (Kim, Lee & Klenosky, 2002).
Turnbull and Uysal (1995) found six pull factors including heritage/culture, city enclave,
comfort-relaxation, beach resort, outdoor resources and rural & inexpensive.
3) Relationship between push and pull factors. Push and pull factors
have generally been characterized as relating to two separate decisions made at two
separate points in time, one focusing on whether to go, the other on where to go
(Klenosky, 2002). Dann (1981) noted that once the trip has been decided upon, where
to go, what to see or what to do (relating to the specific destinations) can be tackled.
Thus, analytically, and often both logically and temporally, push factors precede pull
factors (Dann, 1981; Dann, 1977).
In contrast to this perspective, other researchers have suggested that push and
pull factors should not be viewed as being entirely independent of each other but rather
as being fundamentally related to each other (Klenosky, 2002). In particular, it has been
noted that while the internal forces push people to travel, the external forces of the
destination itself simultaneously pull them to choose that particular destination (Cha
et aI., 1995; Uysal & Jurowski, 1994). Similarly, Dann (1981) has pointed out, potential
tourists in deciding where to go may also take into consideration various pull factors
which correspond adequately to their motivational push factors (Dann, 1981).
Research examining the interrelationship between push and pull forces has only
recently been reported in the travel and tourism literature (Baloglu & Uysal, 1996;
Klenosky, 2002; Oh et aI., 1995). Each of these prior efforts has focused primarily
on visitors to international and overseas tourism destinations (Kim, Lee & Klenosky,
22 Guang-Hui Qiaol Nan Chen! Yuan-Yuan Guani Seok-Chool Kim
2002).
2. Satisfaction
Tourists' satisfaction level is greatly related to their needs and purposes for
travel. Not everyone gets the same satisfaction out of the same tour package, it is
important to gain a clear picture of motivation that corresponds to different levels of
satisfaction (Hailin & Elsa, 1999).
According to a study carried out by the World Tourism Organization (1985),
the results of provision of good service quality were service value, repurchase intention,
and customer satisfaction. First, good service quality increased service value in
customers' minds and led them to think that it is worthwhile to purchase the service.
Secondly, good service quality had a significant effect on customers' repurchase
intentions and it is essential to have a high rate of repeat business for a company. The
third outcome of good service quality in the study was customer satisfaction, which
is a psychological concept based on individual desires and needs(Hailin & Elsa, 1999).
Clare A. Gunn(1994) concluded that five components of tourism supply side
can be tested for tourists' satisfaction level. Figure 1 reports the relationship among
five components of tourism supply side. First, all components are interdependent;
second, this system is very dynamic; third, the system is difficult to manage; fourth,
each component and every actor within it, is dependent upon the characteristics of the
market(Clare, 1994).
This study is based on the theory of five component satisfaction to test Chinese
tourists' satisfaction level for overall image of Korea, and according to this foundation,
indicated the likelihood of revisiting.
SlUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION 1D VISIT sourn KOREA 23
Figure1. Relationship among five components of tourism supply side
METHODOLOGY
The study focuses on tourists visiting South Korea from Incheon Airport to
take planes leaving for China. A survey using a questionnaire was conducted to collect
primary data from a convenient sample of Chinese tourists. Chinese tourists in Incheon
Airport were selected randomly as the sample of this study. Face-to-face personal
interview was also used as a form of data collection.
1. Questionnaire Development
1) For motivations. Motivations are divided into push and pull factors.
Forty-three items were used to measure motivations for visiting Korea and were selected
from motivation factors previously identified in the international travel literature (Zhang
Qiu Hanaqin & Terry Lam, 1998). The items were adapted to describe international
tourism to Korea but core items including motivations such as escape, novelty, social
status, enhancement of kinship relationships, and cultural experience were consistent
with those of previous studies. Responses to the items were measured on 5-point Likert
scales where I= strongly disagree, 3=normal, and 5= strongly agree. Overall images
of Korea were operationalized with 5-point Likert scales (I=very dissatisfied 3=normal;
24 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
5=very satisfied).
2) For satisfaction. A questionnaire with five components was designed.
Attractions, services, transportation, infonnation and promotion were adapted from Clare
(1994). Then a question aimed to elicit respondents' perceptions of Korea as a tourism
destination after their holiday experience. Then a question aimed to ascertain
respondents' overall satisfaction with their trip and their likelihood of revisiting Korea.
Finally, this section included the demographic variables, namely Gender, Marital status,
Age, Occupation and Monthly personal Income.
2. Data Collection
This study used a random survey. An on-site survey was administrated to
Chinese tourists who were leaving Korea from the Incheon International Airport during
one week, from Wednesday October 3 to Wednesday October 10, 2007.A total of 260
questionnaires were delivered and 240 usable samples were obtained, resulting in a
response rate of 92.3%.
3. Analysis Methods
The collected data were analyzed using Statistical Package for Social Sciences
(SPSS) version 12.0. Statistical techniques such as frequency analysis, factor analysis,
reliability analysis, t-test, one-way ANOVA and regression analysis were used to
achieve the objectives of this study.
Frequency analysis, factor analysis, t-test and one-way ANOVA were used in
order to find out the important motivations perceived by Chinese tourists, the underlying
motivations of tourists, and the relationship between tourists' motivations and their
demographic characteristics. Factor analysis for the motivation scale was conducted to
identify the underlying dimensions. Next, reliability coefficients with extracted domains
were computed to measure the internal consistency among items. One-way ANOVA
were subsequently conducted on motivations for visiting Korea. Regression analysis was
used in order to find out the satisfaction level, overall image and likelihood of revisit,
as well as the significant relationship with the motivations and tourism purposes.
SlUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUTH KOREA 25
DATA ANALYSIS AND RESULTS
1. Sample Description
Frequency analysis was used in order to represent the respondents' demographic
characteristics. Table 1 showed that 48.3% of the respondents were males and 51.7%
of them were females. Over 48% of them were single and the rest were married. 73%
of the respondents fell within the age group between 21 and 49 years. 80% of them
were highly educated with a college degree or above. Above 60% of the respondents
were students, professional! technical and skilled workers. The majority of them (78.3%)
visited Korea for the fIrst time. The majority of them (71.7%) had a low income level
(monthly income < l500RMB ¥).
Table 1. Demographic profile
N (%) N (%)
Gender Male 116 48.3 Martial Status Single 116 48.3
Female 124 51.7 Married 124 51.7
Age Less than 20 15 6.3 Education Middle school 13 5.4
21-29 81 33.8 High school 35 14.6
30-39 55 22.9 College 63 26.3
40-49 39 16.3 University 98 40.8
50-59 31 12.9 Graduate school 31 12.9
More than 60 19 7.9 First time 188 78.3
Owner 31 12.9 Times Second time 38 15.8to
Student 53 22.1 visit Korea Third time 13 5.4
Junior white collar 3 1.3 Forth or more 0.4
Senior white collar 1.3 Below 1500 RMB¥ 172 71.7Occupation
ProfessionaVtechnical 51 21.3 1501-2500 RMB¥ 40 16.7
Skilled worker 40 16.7 Income 250l-35oo RMB¥ 16 6.7
Unskilled worker 14 5.8 3501-4500 RMB¥ 9 3.8
Governmental 45 18.8 4501 RMB¥ + 1.3
26 Guang-Hui Qiaol Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
2. The Importance of Push and Pull Factors
Table 2 reports the importance of mean ranking of push and pull factors.
"Fulfilling my dream of visiting a place" was the most important among all push factors
(m=3.76), followed by "Seeing something different" (m=3.75), "Influence by Korean
dramas" (m=3.72), "Being able to share my travel experiences after returning home"
(m=3.61), and "Experiencing a different lifestyle" (m=3.60). Among the pull factors,
the most important ones were "Quality of accommodation facilities" (m=4.27), "Quality
of tourist services" (m=4.27), "Ease of travel arrangement" (m=4.26), "Shopping
paradise" (m=4.20), and "Quality of local transportation system" (m=4.17).
Table 2. Importance ranking of travel motivations (N=240)
Items
Travel motivations (push factor)
Mean RankCronbach's
alpha ifItem deleted
Cronbach'sAlpha
Fulfilling my dream of visiting a place 3.76 I
Seeing something different 3.75 2
Influence by Korean dramas 3.72 2
Being able to share my travel experiences after returning home 3.61 4
Experiencing a different lifestyle 3.60 5
Visiting cultural and historical attractions 3.52 6
Increasing knowledge about a foreign destination 3.50 7
Visiting places my friends have not been to 3.37 8
Finding thrills or excitement 3.36 9
Meeting new people 3.33 10
Releasing work pressure(s) 3.26 11
Going to places where my friends want to go 3.22 12
Seeing handsome men and pretty women 3.20 13
Physically resting/relaxing 3.20 13
Visiting a destination which most people value and/or appreciate 3.20 13
Being with my family 3.20 13
Getting some exercise 3.17 17
Visiting a destination that would impress my friends or family 3.14 18
Being daring and adventuresome 3.01 19
Escaping from daily routine 3.00 20
Visiting friends or relatives 2.92 21
Facilitating family and kinship ties 2.59 22
.860
.859
.858
.857
.858
.859
.858
.859
.860
.860
.856
.858
.871
.860
.861
.858
.857
.858
.880
.856
.860
.861
.866(.822)
STIJDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACITON TO VISIT SOUIH KOREA 27
Travel motivations (pull factor)
Quality of accommodation facilities 4.27 I .722
Quality of tourist services 4.27 I .722
Ease of travel arrangement 4.26 3 .741
Shopping paradise 4.20 4 .725
Quality of local transportation system 4.17 5 .720
Variety of food 4.14 6 .723
Similar cultural background 4.13 7 .719
Interesting night-life 4.13 7 .716
Uniqueness of local people's lifestyle 4.13 7 .717
Uniqueness of local people's lifestyle 4.09 10 .737
HistoricaVcultural attractions 4.06 II .707
Publication and promotion about Korea 3.97 12 .709
Beautiful scenery 3.96 13 .706
International modem developed country 3.93 14 .748
Experience from Korean dramas 3.92 15 .705
Experience from Korean dramas 3.92 15 .708
FestivaVspecial events 3.84 17 .745
My family links in Korea 3.79 18 .741
Convenience of getting visa 3.73 19 .757
Positive attitude of Korean residents and service staff 3.72 20 .745
Cost of tourist goods and services 3.30 21 .755
.738(.729)
Note: Importance rankings were based on mean scores measured on a Likert scale from 1to 5 (1 = strongly disagree, 2=disagree. 3=normal, 4=agree, 5= strongly agree).
3. Factor Groupings of Push and Pull Motivations
Kaiser-Meyer-Olkin (KMO) test and Bartlett's test were applied to demonstrate
the existence of factors and the appropriateness of the population samples. Factor
analysis was used here to group the push and pull factor items with similar
characteristics.
For push factors, KMO=O.834, Sig.=O.OOO; for pull factors, KMO= 0.804,
Sig.=O.OOO, which meant it was good for factor analysis. 22 push motivation items were
factor analyzed using Varimax Rotation Procedure into 5 motivation factors to represent
the most important factor to affect tourists' activities (7 push motivation items were
kicked out from motivation factors because of their communality below 0.5). The same
procedure also applied to the 21 pull motivation items (6 pull motivation items were
28 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
kicked out from motivation factors because of their communality below 0.5). All factors
had an eigen-value greater than 1.
The composite reliability test indicated that the reliability coefficients for both
push and pull factors ranged from 0.689 to 0.873, with the exception of "Human
relationship" and "image" exceeded the recommended coefficient alpha of 0.70. Push
& Pull factors' total reliabilities were 0.870 and 0.795. Therefore, we can see that a
good internal consistency among all factors was found.
Table 3. Factor analysis of push factors
Factor Commu- Eigen % ReliabilityFactor grouping ofloadings nality value variancecoefficient
Factor 1: Novelty 5.92Seeing something different .794 .679Experiencing a different lifestyle .785 .695
Visiting cultural and historical attractions .65729.6 .756
.776
Increasing knowledge about a foreign.544 .515destination
Factor 2: Relaxation 2.08Physically resting/relaxing .736 .633Escaping from daily routine .699 .603 10.4 .760Releasing work pressure(s) .667 .589Getting some exercise .664 .630Finding thrills or excitement .563 .486Factor 3: psychological satisfaction 1.75Influence by Korean dramas .900 .885Fulfilling my dream of visiting a place .862 .804 8.7 .873Being able to share my travel experiences
.785 .766after returning home
Factor 4: Prestige 1.42Visiting a destination which most people
.818 .720value and/or appreciate7.1 .741
Going to places where my friends want to.729 .649go
Being with my family .716 .661
Factor 5: Human relationship 1.13
Facilitating family and kinship ties .830 .7525.6 .689Visiting friends or relatives .715 .660
Visiting a destination that would impress my.581 .529
friends or family
STIIDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT sourn KOREA 29
Total variance explained 61.5Total scale reliability .870
KMO= .834 Barttlet's test of sphericity = 1572.561df=190 Sig.= .000
Table 4. Factor analysis of pull factors
Factor grouping%
Factor Commu- Eigen of Reliabilityloadings nality value variance coefficient
Factor 1: Natural and cultural resources 4.72 26.2 .779
Publication and promotion about Korea .965 .935Experience from Korean dramas .962 .929Historical/cultural attractions .957 .921Beautiful scenery .955 .916Festival/special events .954 .914
Factor 2: Relaxation 4.29 23.8
Uniqueness of local people's lifestyle .927 .865Variety of food .926 .868 .753Interesting night-life .919 .858Shopping paradise .908 .846Similar cultural background .898 .168
Factor 3: Service quality 2.72 15.1
Quality of accommodation facilities .983 .970 .763Quality of tourist services .982 .968Quality of local transportation system .922 .875
Factor 4: Image 1.36 7.5
International modem developed country .803 .666 .689Posi~ive attitude of Korean residents and.793 .645servIce staffTotal variance explained 72.7Total scale reliability .795
'KMO=.804 Barttlet's test of sphericity=4955.788df=153 Sig.= .000
4. Demographic and Motivation (pull and push factors)
One of the purposes of this study is to frod out if there are any significant
differences between push or pull factors and demographic factors. Table 5-6 reports
the result of T-test & analysis of variance (ANOVA) accordingly. The study found
30 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
that some significant differences occurred for both push and pull motivation factors
across certain demographic variables, such as "Gender", "Martial status", "Education
level" and "Occupation".
T-value, F-value & P-value were used here to show the significant differences
among demographic factors for push & pull factor motivations. P-value should be below
0.05, there will be significant different among the comparing groups.
Table 5 showed that between male and female, human relationship was
significantly different. For martial status, novelty was significantly different. For
education level and occupation, prestige was significantly different.
Table 6 showed that between male and female, "image" was significantly
different. For martial status, "service quality" was significantly different. For education
level, "expenditure" was significantly different and for occupation, "image" was
significantly different.
Table 5. Comparison of push factors for demographic characteristics
Push Factors
FI: F2:F3:
F4:F5:
Novelty RelaxationPsychological
PrestigeHuman
need relationship
GenderT-value -1.249 -1.270 0.568 -0.792 2.987p-value 0.213 0.206 0.570 0.429 0.003**
Martial T-value 2.547 -1.447 0.813 0.704 0.181status p-value 0.012* 0.145 0.417 0.482 0.857
Education F-value 0.847 0.994 1.991 2.524 1.339level p-value 0.497 0.412 0.097 0.042* 0.257
Occupation F-value 1.234 1.702 1.716 2.469 1.442p-value 0.286 0.111 0.097 0.019* 0.190
·P
STIJDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUIH KOREA 31
Table 6. Comparison of pull factors for demographic characteristics
Pull factors
Fl:F2:
F3:F4:
Natural & culturalExpenditure
ServiceImage
resources quality
T-value 0.001 0.428 1.393 7.780Gender
p-value 0.970 0.514 0.239 0.006**
Martial T-value 0.411 1.350 4.764 0.706status p-value 0.522 0.247 0.030* 0.402
Education F-value 1.311 3.137 1.001 1.062level p-value 0.267 0.016* 0.406 0.377
OccupationF-value 1.689 0.933 1.815 2.607p-value 0.114 0.482 0.086 0.014*
·P
32 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
Table 7 showed the results of the regression analysis, which included whether
"Novelty", "Relaxation", "Psychological need", "Prestige" and "Human relationship"
were likely to have a positive effect on the overall satisfaction. The adjusted R2 was
0.433, which indicated that approximately 43.3% of the variation of the dependent
variable could be explained. The significant results were lower than om, whichindicated the hypothesis was accepted, push factors are likely to have a positive effect
on the overall satisfaction.
Table 8 showed the results of the regression analysis, which included whether
"Natural and Cultural resources", "Expenditure", "Service quality" and "Image"were
likely to have a positive effect on the overall satisfaction. The adjusted R2 was 0.408,
which indicated that approximately 40.8% of the variation of the dependent variable
could be explained. The significant results were lower than 0.01, which indicated the
hypothesis was accepted, pull factors are likely to have a positive effect on the overall
satisfaction.
Table 8. Results of Regression for Pull Factors to Overall Satisfaction
Independent Variable
Fl: Novelty
Dependent Variable: Overall Satisfaction
13 t-value p R2 F-value Tolerance.318 5.823 .000**
F2: RelaxationF3: Psychological needF4: Prestige
.280 5.120 .000**.423
.338 6.175 .000**
.216 5.565 .000**
28.254 1.00
Constant= 3.362 Adjusted R2=.408 p= .000**
.. P
STIJDY ON ClllNESE roURISTS' MOTIVATION AND SATISFACTION ro VISIT sourn KOREA 33
Table 9. Results of Regression for Overall Satisfaction to Likelihood of Revisit
Independent VariableDependent Variable: Likelihood of Revisit
13 t-value p R2 F-value ToleranceOverall satisfaction .526 9.521 .000** .277 90.655 1.00
Constant= 1.937 Adjusted R2=.274 p=.OOO**
•• P
34 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
CONCLUSION AND IMPLICATIONS
The purposes of this study are to identify Chinese tourists' profiles, motivation
factors, and satisfaction levels, and to assess the important determinants and the
likelihood of Chinese tourists revisit to Korea. A structured personal interview was
conducted and a systematic sampling approach was used to select 240 respondents who
were leaving Korea from the Incheon International Airport from October 3 to 10,2007.
The model based on push and pull factors was adopted as a conceptual
framework for tourism motivations; 5-point Likert scales were adopted to measure
tourists' satisfaction level. The collected data were analyzed using Statistical Package
for Social Sciences(SPSS) version 12.0. Statistical techniques such as frequency
analysis, factor analysis, reliability analysis, T-test, one-way ANaYA and regression
analysis were used to achieve the objectives of this study.
The result of factor analysis is that push motivations were divided into 5 factors:
"Novelty", "Relaxation", "Psychological need", "Prestige", "Human relationship" and
pull motivation were divided into 4 factors: "Natural & cultural resources",
"Expenditure", "Service quality" and "Image".
T-test and ANaYA were used to reveal that the differences between
demographic characteristics and push & pull motivation factors. For push motivation
factors: between male and female, human relationship was significantly different; for
martial status, novelty was significantly different; for education level and occupation,
prestige was significantly different.
For pull motivation factors: between males and females, "image" was
significantly different; for martial status, "service quality" was significantly different;
for education level, "expenditure" was significantly different and for occupation factor,
'image' was significantly different.
SIUDY ON CHINESE roURISTS' MOTIVATION AND SATISFACI10N ro VISIT SOUTH KOREA 35
Regression analysis was used to reveal that motivation factors influence overall
satisfaction. The results from push motivation factors included whether novelty,
relaxation, psychological need, prestige and human relationship are likely to have a
positive effect on overall satisfaction; from pull motivation factors included whether
natural and cultural resources, expenditure, service quality and image are likely to have
a positive effect on overall satisfaction.
Regression analysis was used to reveal two results:
First, overall satisfaction' influence to the likelihood of revisit. The result is
that overall satisfaction is likely to have a positive effect on the likelihood of revisit.
Second, the satisfaction of 5 components (Service, Promotion, Transportation,
Information and Attraction) is likely to have a positive effect on overall satisfaction.
The satisfaction of "Promotion" is the most important component to the overall
satisfaction.
Recently, the "Korean Wave" has been very popular in China, and because
of Korean dramas and films, Korea has become a hot tourism destination for Chinese
people. At this moment, this study gave some suggestion to improve overall satisfaction
levels of Chinese tourists and attract more Chinese tourists, Korea should focus on
"Service", "Promotion", "Transportation", "Information" and "Attraction" components,
especially a high satisfaction level to "Promotion" is the most possible to lead to a
high overall satisfaction level. With more and more cooperation between China and
Korea, this study is also helpful for Chinese and Korean organizations and companies
related to the tourism industry to make some meaningful strategies in order to attract
more Chinese tourists and develop a better Korean tourism industry in the future.
The sample was drawn exclusively from tourists who departed through Incheon
airport in October. This may cause possible non-representation for year-round tourists
and tourists using other modes of transportation. The results should not be generalized
to include tourists who arrive and depart by ship during other times of the year.
36 Guang-Hui Qiao/ Nan Chen! Yuan-Yuan Guan/ Seok-Chool Kim
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Submitted Apr 16th 2008
Accepted May 30th 2008
Refereed anonymously
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STUDY ON CHINESE TOURISTS' MOTIVATION AND SATISFACTION TO VISIT SOUTH KOREAABSTRACTINTRODUCTIONLITERATURE REVIEWMETHODOLOGYDATA ANALYSIS AND RESULTSCONCLUSION AND IMPLICATIONSREFERENCES